I am 100 Pulses old today!
- Want more Clients?
- Want more money?
- Want more people to read your posts?
Well, in Linkedin terms I thought it might be helpful to describe my experiences, experiments and outcomes. Not every post you write on Publisher is going to get tens of thousands of views. My 100 posts have been viewed 40,000 times, have had thousands of ‘likes’ and spawned much comment (data here).
Wisdom is the result of the distillation of your experiences– Adamus Saint-Germain
I love writing these posts (#1 position in Business is PASSION) and I have only recently found that it was relatively easy to distill one’s knowledge for others. It is also a great way to showcase your knowledge and expertise in any given area and that’s a big part of content marketing.
It seems that lots of people are reading my posts. As a result I am getting some new work and reminding others of my areas of excellence. Many readers take time so say thank you and kindly say how much they enjoy reading the posts (thank you!). It is part of my daily ritual to research, think deeply and write these posts. The secret is to get up early.
Here are my 7 key elements for writing and posting on Linkedin:
- # 1 Have A Good Title: Coming up with that ideal title doesn’t require enormous creativity. It requires just one thing. You don’t need a mysterious question that begs the reader to click on your title or a sensational headline to compel visitors to click. You just need a number. A number in your title is a great way to get people to click on your blog post. A blog post title with a number (better yet numbers) in it is almost guaranteed to perform better than one without it. In my case (see all figures here) it stimulates the most viewers. Don’t believe me? Take a look at the top posts of all time right here on LinkedIn. They all have a number in their titles. Perhaps one day, blog title number fatigue will set in. But it hasn’t yet.
- Use Attractive Images: Visuals show up prominently in the LinkedIn newsfeed as they do everywhere else. Make sure that you use a visual at the top of your blog post that resonates with the professional demographic that make up LinkedIn and try making your own!
- Brief and Engaging Business Content (600 words approximately seems to be the average): My posts are on the long side but your posts don’t need to be. I believe that for professionals where time is money, many simply don’t have the time to read through a longer post. Keep it short and simple when possible.According to numbers from LinkedIn 6 out of every 10 LinkedIn users are interested in industry insights. The most demanded type of content among LinkedIn members should be in the front of your mind when you start posting. Insights, in general, are quite popular among users. Second to industry insight, company news appeals to 53 percent of LinkedIn members.
- Keywords: Every social network plays around with their news feed or timeline and thus have an algorithm similar to Facebook Edgerank. LinkedIn is no different. LinkedIn has to decide what posts to display on who’s network updates, and I would tend to believe that if you publish too frequently, that might be hurting your chances for maximum impressions for each post.
- Timing: I’ve found that downtime during office hours works well for catching people who have a few spare minutes to read; for example, right before work (7-8am), during lunch breaks (11:30am-12:30pm) and right before leaving work for the day (4pm). As for days of the week, I’ve always had the hypothesis that LinkedIn essentially shuts down outside of work hours.
- Luck: There is always a degree of luck in anything but remember that cognitive bias can make you think that doing ‘random’ things actually influences the chance of success. Read on here.
- Good Marketing / Sharing Strategy for your Post: Using the right channels can significant help the number of views our post gets. Do some analysis and look at the key groups and # hashtags that represent the audience you are writing for, including:
- Twitter groups and key influencers
- Facebook timeline and timeline in other groups
- Google+ hangouts
- Start a conversation and ask good questions
- Get the right # and let others find you
- Get picked up by key groups by being specific.
So in my humble opinion it does pay to be thoughtful about your Linkedin post strategy. With some consideration, changing strategy, testing (firing bullets then cannonballs) and making your own luck, you will get more visibility than you’ve previously had on LinkedIn. That will lead to more engagement, brand recognition and possibly even more business for you.